BtoB
BtoB Marketing Updated (2) Only Half of the Customer’s Complaints Surface
In the previous article ( https://www.nikkei-r.co.jp/english/column/8776 ) , we uncovered the “pain points” (dissatisfaction or disappointment experienced upon purchase or product use/servi...
BtoB
BtoB Marketing Updated (1) The Disappointments of Customers are those Unexpected
Amidst drastic changes happening in our business environment, BtoB companies (whose direct customers are organizations and not consumers) also need new business measures. Japanese BtoB companies tend to be &ld...
BtoB
Precision Targeting of Innovators and Early Adopters for Quantitative Future Insights
Toru Yamashita, Head of Future Insights We have successfully categorized people from innovators to laggards, as described in the Diffusion of Innovation Theory (Rogers, 1962), by our unique approach. We will int...
Sustainable
Measuring the Effectiveness of Corporate Sustainability Communications
Tomohiro Ohashi, Executive Officer At a webinar we held recently, we asked the attendees, “How do you evaluate your company's communication regarding sustainability?” More than half answered ...
BtoB
Brand Assessment for building an SDGs-compliant “Sustainable” Company
In this article, we will show how you can install brand surveys effectively to sustainable management. Index of this content 30 years to SDGs Towards a “carbon-free” society What is Sustainable Ma...